Breakfast survey reveals APAC consumers will eat breakfast daily if it is convenient and readily accessible

Herbalife released today findings from its Asia Pacific Healthy Breakfast Survey, which uncovered insights into the breakfast attitudes and consumption habits among consumers in the region.

Conducted in February 2018 with more than 5,500 respondents in 11 markets – AustraliaHong KongIndonesiaJapan, Korea, MalaysiaPhilippinesSingaporeTaiwanThailand and Vietnam, the survey revealed that while the majority of respondents understand the importance of a healthy breakfast in promoting their well-being and in managing their weight, many still face real obstacles in consuming breakfast daily, and would be encouraged to eat it more regularly if it was more convenient and accessible.

“I am glad to see that most Asia Pacific consumers are aware of the importance of eating breakfast. At Herbalife we believe that there are many benefits of eating a healthy breakfast daily. A healthy breakfast with balanced nutrition not only provides the much-needed nutrients for the day, but also has wide-ranging benefits in the long run, including supporting healthy metabolism, better brain health and improved weight management,” said Stephen Conchie, SVP and managing director, Asia Pacific, Herbalife.

“However, the survey also revealed that many are still not consuming breakfast daily. One can easily overcome the obstacles by waking up 15 minutes earlier to prepare something fast such as a protein shake. Eating a healthy breakfast regularly can really set the stage for healthier eating all day long, and promote and maintain a lifetime of wellness,” added Conchie.

Benefits of consuming breakfast

Based on the survey findings, majority of Asia Pacific consumers understand the importance of breakfast, with eight in 10 (79 percent) consumers considering breakfast very or extremely important to them, and 68 percent affirming it as the most important meal of their day, ahead of the 15 percent who chose lunch, and the 16 percent who chose dinner as their most important meal of the day.

When asked about the benefits they can reap as a result of consuming breakfast:

  • 96 percent of respondents said “gives them energy in the morning”
  • 89 percent said “contributes to their personal well-being”
  • 89 percent said “kick starts their metabolism in the morning”

When asked about their breakfast consumption habits:

  • 71 percent make it a priority to eat their breakfast at home
  • 13 percent eat their breakfast at work
  • 10 percent eat their breakfast on the way to work
  • Only 6 percent of respondents do not eat breakfast

What are APAC consumers eating for breakfast?

In terms of nutrient composition, the survey showed that while 40 percent of respondents consider protein as the most important nutrient in their breakfast, carbohydrates still made up most of the calories consumed by respondents at breakfast. In fact, carbohydrate-heavy foods such as bread or toast (49 percent), traditional-style breakfast such as rice and noodles (46 percent), and hot beverages (46 percent) top the list of breakfast foods regularly consumed by Asia Pacific consumers.

According to the Herbalife Nutrition Philosophy, the calorie intake for every meal should be made up of 40 percent carbohydrates, 30 percent protein and 30 percent fats, along with 25g of fiber and eight glasses of water daily to promote overall well-being.

Obstacles to consuming breakfast daily

While the survey indicated that a good majority consume breakfast daily, it also revealed that many still encounter real obstacles in making breakfast a daily habit. The top three barriers cited include:

  • Lack of time (52 percent)
  • Lack of feelings of hunger in the morning (32 percent)
  • Consuming breakfast requires too much preparation (16 percent)

When asked about the motivations that would help them eat breakfast daily:

  • 41 percent of respondents said “having more time”
  • 40 percent said “making breakfast more convenient and easy”
  • 38 percent said “having a breakfast readily accessible”

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